Client
PosteShop - Poste Italiane Group

Schedule
From August to 15th September 2007

Goals
The initiative had two goals: awareness, of the description
and presentation of the new online service; direct response,
to the online sale of school text books. 

Target
Parents of school-age children and teenagers
and 14-to-18-year-olds. 

Project
LiveXtention created a communication campaign for Posteshop, the retail division of Poste Italiane, to support the launch of the sale of secondary school text books via an e-commerce service.

The first part of the plan involves the creation of an informative viral video, positioned on the dedicated website www.nonepiulascuoladiunavolta.it  on the home page of the PosteShop website, which users can watch, personalise and forward to their friends with a personalised message. The second part of the plan is the definition of a Web advertising and key words campaign.
The non-personalisable advertising clip went on air on the 7Gold circuit from 27th August 2007.

Results 
  -  21 million impressions distributed
  -  150,000 DEMs sent
  -  138,000 visits to the video and the landing page
  -  16,198 registration forms opened
  -  1,807 registrations completed
  -  209 orders
  -  11.5% of those registered completed an online order
  -  more than € 40.000 of orders completed